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Honda Sales

Every major automaker has a different way of relating between its various divisions and brands. At Volkswagen, for example, the individual brands seem to operate with a large degree of autonomy. Under the Renault-Nissan Alliance, the two units share a common chief executive, but little else. The relationship between Honda and its luxury division Acura has always been rather close, but that's all about to change.

The latest round of new vehicle registration data has been good for Honda - three of the Japanese brand's models are retail sales leaders and the Accord was the most registered car built in America in 2013, according to the data compiled by Polk. In fact, 360,089 units of the family sedan were purchased by individual consumers last year, an increase of 12.2 percent.

There's nothing like landing a big celebrity for a high-profile advertising campaign to say to the world "Our brand has still got it!" Dodge, for instance, has been getting huge publicity by landing Will Ferrell as Ron Burgundy, to pitch its entire lineup on TV and on YouTube. Honda meanwhile, has reeled in the biggest fish in the 1990s Soft Pop category, the ineffable Michael Bolton. (We're assuming that Kenny G was booked.) We don't see how this can backfire, Honda.

Ford, General Motors and Chrysler have been living in a world of sunshine and buttercups after their April-through-June financials hit the newswire, and Toyota is doing pretty good as well. Honda? Not so much.

Taking a detailed look at the Honda lineup in the US, it isn't hard to see the strength of some models and the weaknesses of others. A recent report on Autoline Daily points out that its five core models – the Accord, Civic, CR-V, Odyssey and Pilot – make up a full 93 percent of Honda's sales in the US. Through April, Honda has sold 419,798 vehicles, and 389,474 of them were from these core models; not to mention the fact that the Accord was the top-selling car in the US last month.

On the verge of launching an all-new 2013 Accord, Honda has significantly upped its expected sales figures for 2012. Riding on the success of both the new Honda Civic and the 2012 Honda CR-V, the automaker says its forecast of 2012 sales have increased by more than 25 percent from the original 1.2 million units projected earlier in the year up to 1.3 million units. This all despite having to recover from natural disasters in Asia that crippled its production and inventory.

Honda hasn't been profitable in Europe since 2007, and would like to break the two-percent market-share barrier in the EU and Russia. To do that, it is looking at a rival to Nissan's Qashqai. Nissan's compact CUV alone outsold the entire Honda lineup in Europe in the first nine months of this year, and by no small margin: 153,079 to 105,918.

In a roundtable with reporters at an event related to the Tokyo Motor Show, Tetsuo Iwamura, President and CEO of American Honda, told us that he's been surprised by the Crosstour crossover's slow sales:

Honda has officially joined the ranks of automakers like Kia and Ford by posting solid profits during the fourth quarter of the company's fiscal year. The Japanese automaker managed to see profits rise by 28 percent compared to the same period last year, thanks largely to increased hybrid sales. The announcement marks the fourth-straight quarter of profits for the company after seeing a rare operating loss at the end of March, 2009.

Throughout most of the history of the US auto industry, the Detroit Three sat atop of the sales charts with General Motors claiming first, Ford in second and Chrysler placing third. In the past few years Toyota has clawed its way past Chrysler and then Ford, and now it appears that Honda too has now passed the Pentastar. Barring some miraculous (and we mean truly outstanding) development, Honda will officially overcome Chrysler to become the fourth largest automaker in the States. Honda holds a

An operating loss of ¥283.0 billion ($2.91 billion at current exchange rates) for the period ending March 31 represents Honda Motor Company's first quarterly loss in 15 years. To put that into proper perspective, that was when Honda was plying the 1994 model year Accord wagon shown above.

Every month, our intrepid leader over at Autoblog crunches every automaker's U.S. sales figures and dutifully reports how well each brand is doing. This month continues the trend of fuel efficient vehicles recording record sales and closely mimics the trend of gas-guzzlers going down the toilet. The two brands which best seem to mark the turning of the tides, so to speak, are Mini and Hummer. Mini's brand of small, sporty and fun to drive coupe's 5,211 sales represented an increase of 40.5-perce